User Generated Content (UGC) is created by users on their own initiative. This content is not created on behalf of brands and therefore is authentic. The UGC has a positive effect on building trust in the brand and also increases engagement among stakeholders.

Although the USG is created by independent consumers, you can actually drive the creation of such content to later analyze it for the needs of your customers.

What’s more, according to research, 83% of consumers claim that they trust recommendations from friends and family completely or to some extent. In turn, 66% of people believe reviews published online*.

What actually accounts for the UGC?

• consumer comments;
• photos, e.g. of products;
• content, e.g. blog posts, online forums, social media;
• thematic rankings, e.g. best running shoes;
• answers to online questions;
• contests and challenges.

* https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-trust-in-advertising-report-sept-2015-1.pdf